Yakult Commences its Operations in Denmark with the Launch of Zero-fat Probiotic Drink

Japan-based Yakult recently kick-started its
commercial campaign in Denmark and announced the launch of its zero-percent fat
probiotic in the country. Experts suggest the launch of the product is a
marketing strategy to lure in new customers as the Japanese brand tries to
expand its business in Europe. Yakult revealed that the company is aiming to
sell over 1000 bottles in a day on an average throughout the year.

The company divulged that Denmark was found to be
one of the best markets
for probiotics in Europe according to a research
Yakult conducted recently. The Japanese company already had an extensive
network spread across 12 European countries before beginning its commercial
campaign in Denmark. The prominent markets that the company operates in include
Germany, Spain, the UK, and Switzerland. Currently, Yakult is associated with
six marketing and sales companies that sell its products in Europe.

Yakult revealed that the UK continues to stay the
most profitable market for them claiming to have sold over 200,000 bottles on
an average between January and September last year. The company divulged that
the comprehensive success in the UK was a result of higher brand awareness that
the company created through its campaigns and advertisements explaining the
benefits of lactic acid bacteria.

The company is continuously working towards
mimicking their success in the UK in other European countries as well. The
Japanese company plans to develop brand awareness campaigns to overcome the
regulatory challenges it is facing in Europe.

Unlike Japan, the use of “probiotics” term in Europe
is not allowed. The regulation has been a major setback for the Japanese
company who have been focusing their branding on the “probiotics” term in
Japan. As a consequence of the regulation, the company has launched only a few
products in the European market. In order to overcome the challenge, Yakult is
planning to increase its brand awareness through public relations,
advertisement, and scientific activities which broaden the understanding with
regards to use of lactic acid bacteria in its drinks.